A budget-friendly, contract-free fitness center operator hailing from the United Kingdom is making its way into the United States, accompanied by a fresh brand identity.
Over the past 14 years, Pure Gym, renowned for granting its members access through a digital app, has gradually ascended to become the largest gym operator in the U.K. Now, poised for expansion in the U.S., it is rebranded as Pure Fitness.
James Hathaway, the International Strategy and Franchising Director of Pure Fitness, reflects on the company’s inception, stating, “There was a void in the market when we commenced. Gyms typically required members to pay 40 to 50 pounds monthly and commit to a 12-month contract. We introduced a more affordable, flexible membership model, allowing individuals to sign up and terminate their memberships at their convenience through our app.”
Boasting nearly two million members, Pure Gym boasts 370 locations in the United Kingdom and an additional 200-plus across Europe and the Middle East. In 2022, the company strategically opened three locations in the Washington D.C. metro area to assess the American market, and the results were promising.